충남지역 전통주 산업의 경쟁우위 확보방안 연구

Study on the Ways of Securing Competitive Advantages for Local Traditional Liquor in Chungnam

This study aims to investigate the competitive advantages of the local traditional liquor industry. For this, we carried out a questionnaire survey targeting traditional liquor companies in Chungnam and analyzed the causality between latent variables (municipality support, labor securing, spatial convenience, productivity improvement, local agricultural contribution and investment intention) using PLS-SEM. As a result, this study found out that there were significant causal relationships between municipality support, productivity improvement, and investment intention. Moreover, productivity improvement significantly affected the local agricultural contribution, and the contribution positively influenced investment intention. Accordingly to this analysis, we suggested the strategies (cost leadership, differentiation, focus) in order to secure competitive advantages. As these strategies, the companies should secure the cost leadership expanding the use of the local agricultural products to build the food supply chain for the traditional liquor industry and strength the differentiation developing the new products in accordance with consumer’s preference. Moreover, it was essential for municipality support to focus on cost leadership and differentiation.